Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque
Recherche et Applications en Marketing (French Edition)Published 1 September 2002
Patricia Gurviez, Michaël Korchia
Citations301
SJR quartileQ4
SJR score0.13
SNIP0.09
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Abstract
Cet article propose une définition de la confiance dans la marque selon trois dimensions (crédibilité, intégrité et bienveillance), qui s'appuie sur les recherches menées en psychologie sociale et en marketing. Une échelle de 8 items est ensuite testée sur deux échantillons de consommateurs (300 et 937 personnes). Les indicateurs classiques de validation attestent la qualité de l'échelle. Une relation positive forte est obtenue entre confiance dans la marque et engagement du consommateur.
Keywords
Social SciencesBusiness, Management and Accounting
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